战略管理复习资料.doc

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1、【精品文档】如有侵权，请联系网站删除，仅供学习与交流战略管理复习资料.精品文档.名词解释1. Strategy:is a multi-element plan for achieving policy goals by maximizing the use of a companys present and potential resources（战略：是由一家公司的现有和潜在资源的利用最大限度地实现政策目标的多元素计划。）2. Vision: is seeing a desired future situation. The what of corporate vision (the ima

2、ge of what a corporation will be and what it will do) and the how of the corporate vision (the visual image of how a corp.s policy goals will be achieved) provides the conceptual basis for its strategies. （愿景：看到所需的未来情况。什么的（哪些公司将会和它将做些什么的图像）企业愿景和企业如何视觉(如何将实现公司的政策目标的视觉图像）为其战略提供的概念基础。)3. Mission: defin

3、es the organizations reason for exiting. Mission statements is mechanisms for communicating a companys reason for exiting to its internal and external constituents. Its typically focused on its present business scopewho we are and what to do. （使命：定义退出本组织的原因。公司使命是沟通退出到其内部和外部的成分的一家公司的原因的机制。它通常侧重于其目前的业

4、务范围我们是谁和做什么。）4. The PSR troika: A primary characteristic of strategy is it has a causal relationship with the two elements in the PSR troika. Strategy is the “how” means for achieving policy goal, resources provide the “with-what” means for achieving strategy. These relationships result in an indire

5、ct means-end relationship between resources and policy（PSR 三驾马车：战略的一个主要特性是它有 PSR 三驾马车中的两个元素的因果关系。战略是如何实现政策目标的手段，资源为实现战略提供用什么的手段。这些关系间接导致结束资源与政策之间关系的结束。）5. Consumer centered element: is based on the belief that the survival and success of a corporation is a function of understanding and satisfying cu

6、stomer needs and wants. （消费者为中心的元素：是基于生存和取得成功的公司对一个功能的理解和满足客户需要的信念。）6. Competition driven element: is based on the assumption that the key to a corporations survival and success is beating the competition. （竞争驱动元素：是基于一家公司的生存和成功的关键在获得竞争的假设。）7. Market-based pricing element sets the price of a product

7、or service by assessing its value to prospective customers and/or end users, by taking into account the market price that the competitors are charging for comparable products or services. （以市场为基础的定价元素：考虑到竞争对手正在主管的同类产品或服务的市场价格评估其价值的潜在客户或最终用户，设置一个产品或服务的价格。）8. Penetration strategies are strategies of c

8、oncentration.They focus on making sales that require relatively high level of marketing effort and/or expense. The penetration element requires max. commitment to, and investment in, a particular market. （渗透策略是集中的策略：他们专注于制作要求相对较高的市场营销工作或费用的销售。渗透元素需要最大。承诺，并在某一特定市场的投资。）9. Skimming strategies are strat

9、egies of dispersion.They focus on making sales that require relatively low marketing effort and expanse; and are characterized by minimizing commitment to, and investment in, a particular market. （撇脂策略是分散的策略：他们专注于做销售，要求相对较低的市场营销工作和广阔 ；其特点是通过最小化的承诺和在某一特定市场的投资。）10. The vertical-integration element exp

10、ands a companys area of domain, by including a function that comes before and after the companys present scope of operation. Its always related diversification. （垂直一体化的元素：通过包括一个功能实现前和公司目前的经营范围后进行公司区域的扩大。它总是相关多元化的。）11. Segmentation strategy attempts to achieve competitive advantage by saying its prod

11、uct is different than the product by its competitors. （分割战略企图：说明它的产品与其竞争对手产品的不同来实现竞争优势的。）简答题1The Hows that define a firms strategy：（如何定义一家公司的战略：如何发展业务。如何取悦客户。如何应对不断变化的市场条件。如何管理业务的每个功能块及发展需要组织能力。如何实现战略目标和财务目标。如何超越竞争对手。） How to grow the business How to please customers How to respond to changing marke

12、t conditions How to manage each functional piece of the business and develop needed organizational capabilities How to achieve strategic and financial objectives How to out-compete rivals2. How to test a winning strategy：（如何测试一个成功的策略：战略如何匹配到公司的情况？战略不会导致可持续的竞争优势吗？战略不会提高公司业绩吗？所以，才是真正的赢家，战略必须：适合企业的内部 &

13、 外部情况生成可持续竞争优势提高公司业绩。）a) How well is strategy matched to firms situation?b) Does strategy lead to sustainable competitive advantage?c) Does strategy boost firm performance?d) So, to be a real winner, a strategy must :e) Fit the enterprises internal & external situation f) Build sustainable competiti

14、ve advantage g) Improve company performance3. How to select the profit/growth elements in the growth phase of the product life cycle? There is a sound rational: If management believes that its products competitive advantage is not sustainable, or that the product may have a short life expectancy, th

15、en the profit element should be used to max. short term ROI(return of investment).（如何在产品生命周期的成长阶段中选择利润/增长元素？有理性的声音：如果管理层相信其产品的竞争优势是不可持续的或产品可能有短的寿命，然后利润元素应使用到最大。短期内的 ROI（投资回报。）4. When making decision, what should a company take into consideration of the competition? Reputation, core competencies, man

16、ufacturing capacity, product range, product designs, quality, distribution, way of doing business（在作出决定时时, 什么应该公司考虑到竞争的？信誉，核心能力、制造能力、产品范围、产品设计、质量、分布、做生意的方式。）5 The general rule of strategic elements selection in the industry life cycle position: It is appropriate to select the consumer-centered and p

17、rimary-demand elements when the industry is in its introductory phase, and to select competition-driven and secondary-demand elements during later phases of the industry life cycle.（在行业生命周期的位置战略要素选择的一般规律：当产业处于介绍期时，适当选择以消费为中心和主要需求的元素，在行业生命周期的后期阶段选择竞争驱动和二次需求的元素。）6. The disadvantages of diversified ele

18、ment: （多元化元素的缺点：从事与公司无关的活动。转移到公司专业领域之外。对投资者的利益产生不利影响。）a) Make the company a conglomeration of unrelated activitiesb) Move a company outside its area of expertisec) Adversely affect investor interest7. Porters five forces: The threat of new entrants, the bargaining power of customers, the bargaining

19、power of suppliers, the threat of substitution, the jockeying for position among current competitors（波特的五种力量：威胁的新进入者、客户的议价能力、供应商的议价能力、替代、争夺领导地位在当前竞争对手的威胁。）8.Business model: deals with whether the revenue(收入)-cost-profit economics of its strategy demonstrate(证明) the viability(生存能力) of the enterprise

20、as a whole. （商业模式：是否收入-成本-利润经济学及其战略证明生存能力的企业作为一个整体处理。一个良好的业务定义包含了三个因素： 客户群体：谁得到满足。客户需要：什么得到满足。技术能力和就业能力：如何将价值传递给客户，满足他们的需求。）A good business definition incorporates three factors: Customer groups: Who is being satisfied. Customer needs: What is being satisfied. Technologies and competencies employed:

21、 How value is delivered to customers to satisfy their needs.9. Weak points of profits pursuing: （利润追求的弱点：追求利润会导致高管短期问题：使决策错误；限制投资；减员和其他设备的削减会影响企业成长。）Pursuing profits will lead executives to short-term concerns: Make myopic decision Limit investment Implement downsizing and apply other cost-cutting d

22、evices that can affect growth10. Judge of related diversification: （判定相关多元化：它可以是技术或业务。它取决于我们使用的政策标准还是业务标准。不同的行业概念（大或小）在于多元化领域之间的协同作用。） It can be either technical or operational. It depends on if we are using policy criteria or operational criteria. Different industry concepts (big or small) Synergie

23、s between diversified areas. 11. Ways of push strategy: （推战略的途径：分销贸易杂志广告或贸易展广告提供商及零售商销售激励方案与喜欢换季折扣和贸易展折扣或批量折扣等。为其销售和个人提供培训和技术支持。为分销商和零售商提供融资支持，延长付款条件等。高管的压力是要选择利润元素：中小企业用积极的现金流来驱动其需求。大型公司面临着满足或击败公司盈利能力回收率和每季报表的压力。） Trade-magazine advertising or trade-show advertising Provide distributors and retaile

24、rs with sales incentive programs like seasonal discounts and trade-show discounts or volume discounts etc. Provide their sales and personal with training and technical support Provide distributors and retailers with financing support, extend payment terms etc.There are pressures on executives to sel

25、ect the profits elements:Small and medium sized companies are driven for the need for positive cash flowLarge public companies are under pressure to meet or beat the companies profitability hurdle-rate and quarterly number.论述题1. The framework of strategic management:2. The strategy formulation proce

26、ss: Companys strategic situation analysis（公司战略形势分析） Determine relevance of internal and external factors（确定相关的内部与外部因素） Identify and evaluate alternatives（识别与评价备选方案） Craft the strategy（构建战略）Strategic situation analysis: External factors Social , political, regulatory, and community factors Competitiv

27、e conditions and industry attractiveness Company opportunities and threats to companys well-being (健康兴盛) Internal factors Resource, strengths, capabilities, and weaknesses Influences of key executives关键经理人的影响 Shared values and company culture 共享的价值观和公司文化3.Please point out what operating policy shoul

28、d take in the growth phase of product life cycle? How to select the strategic elements and marketing tactics?（请指出在产品生命周期的成长阶段应采取什么操作策略吗？如何选择的战略要素和市场营销策略？）Operating policy: more market share or secondary demand.Select consumer centered element: brand intensity to lock consumers for steady demand; ser

29、ies products to induce consumer with different preferencesSelect penetration: low price for more consumers (attractive price sensitive consumer); enter new sub-segment for more market shareSelect differentiation: to be No.1 in the sub-segmentSelect competition driven element: from cost reduction to

30、price reduction.Select C.C. Max. and C.C. acquisition to get competition advantagesSelect profit/growth element depends on situation.4. How to use the push and pull strategies in marketing? （如何在市场营销中使用的推和拉的战略？）(1) Definition of push and pull strategies. A push strategy use the elements of market mix

31、 to influence the channels of distribution.A pull strategy use the elements of market mix to influence the customer and/or end user.（推的策略运用市场营销组合要素影响分销渠道。拉的策略运用市场营销组合要素影响顾客或最终用户。）(2) Ways of push strategy. Trade-magazine advertising or trade-show advertising. Provide distributor and retailers with s

32、ales incentive programs. Provide their sales and personal with training and technical support. Provide distributors and retailers with financing support, extend payment terms, seasonal discounts and trade-show discounts or volume discounts.（贸易杂志广告或商业展示的广告。提供经销商和零售商的销售激励计划。提供销售和个人培训以及技术支持。给分销商和零售商提供融

33、资支持，延长付款期限，季节性折扣和贸易展的折扣或优惠折扣。）(3) The disadvantages of a pure push strategy. If there is no demand from customers, and if retailers are not able to make point-of-sail conversions(转化), the stock will sit on the distributors and retailers shelves. When distributors and retailers are stuck with stock t

34、hey cannot sell (or only can sell it at below cost), they do not reorder. A failed pure push strategy can also cause the players in the channels of distribution to become resistant to future push strategies, and to cautious about carrying other products by the same manufacturer.（如果顾客没有需求，或者零售商不能进行销售

35、点转换，那就会给分销商和零售商造成库存积压。当分销商和零售商不能卖出库存（或仅能以低于成本出售），他们将不再订货。一个失败的纯推式策略也可导致分销商成员抵抗未来的推式策略，并谨慎购进同意制造商的其他产品。）(4) Ways of pull strategy. The two most conspicuous(显著的) forms of pull strategy are consumer advertising and competitive product pricing. Manufactures also try to influence customers and end users

36、by: offering rebates(减免); making their products easier to use, more durable and safe; providing purchase facilitation mechanisms such as low interest financing. （拉式策略两个最显著的形式是消费者广告和有竞争力的产品价格。制造商也试图通过提供折扣，使产品更易于使用，更耐用，安全和提供如低利率融资购买便利机制等影响客户和最终用户。）(5) Disadvantages of pure pull strategy. Retailers may

37、 have very limited knowledge about the product or not even be aware of its existence. The retailers may be caught without the product, and /or the retailer may be unable to get the product from its distributor. Pull strategy generate demand; but demand without supply can frustrate(挫败) and the prospe

38、ctive customer.（零售商可能对产品的认识有限或根本不知道该产品的存在。零售商可能会陷入无产品的情况，或无法从经销商处买到产品。拉的策略产生需求，但供小于求会挫败潜在客户。）(6) Some combination ways in practice: Identify which element is limiting or inhibiting the effectiveness of the strategy which is the weak link in the chain of events that is needed of make the sale happen.

39、 In most cases, the push-to-pull ratio will change over the life of the product. The choice of element is not only about advertising, promotion and pricing. It also influences packaging, distribution, and product design, service, product quality, distribution, reliability, appearance, naming, safety

40、, reputation, performance and other elements of marketing to increase sales.（确定哪些元素会限制或抑制策略的有效性，这是做买卖时事件链的薄弱环节。在大多数情况下，推拉的比例会在整个产品的生命周期里变化。元素的选择不单单是广告、促销和定价，它也影响包装、分布、产品设计、服务、产品质量、可靠性、外观、命名、安全、信誉、业绩和其他如市场增加额等元素。）判断题1. Maximizing profits adversely affect growth. （利润最大化不利影响增长。）2. Aggressively investin

41、g in growth reduces profits. （积极投资增长降低了利润。）3. Most companies need profits to fund their growth, or need profits as a prerequisite(先决条件) to raise additional debt or equity capital. （大多数公司需要基金其增长，或需要利润作为先决条件提高额外的债务或股权资本的利润。）4. The senior management of many companies may want to focus on growth, but be

42、cause profit is frequently a necessary precondition for growth, they are driven to pursue profits. （许多公司高级管理层可能想要侧重于增长，但利润频繁地是增长的必要前提条件，因为他们驱动，以追求利润。）5. The purpose of vertical separation is to maintain options and flexibility. （垂直分离的目的是保持选项和灵活性。）6. Contrary to popular belief, owning and controlling

43、 your own supplies does not automatically results in better service. “If you want good service, you have to go outside the company”. （与普遍的信仰，相反拥有和控制自己的用品并不自动导致在更好的服务。如果你想要良好的服务，你有去在公司以外。）7. Sustainability does not mean that a strategy should last forever: all strategies have a finite life expectancy

44、. （可持续性并不意味着战略应该永远：所有战略都有有限的寿命。）8. The primary responsibility for managing product sustainability rests, not with a companys lawyers, but with a companys management. （初级产品可持续性管理责任，不是用公司的律师，但与公司管理层。）9. The tactical options include initiatives, such as the use of switching-costs barriers. （战术选项包括的倡议，例

45、如切换成本障碍的用途。）10. When a corporate strategy is not sustainable, it can result in damage to, or failure of, the entire company. （ 当公司的战略是不可持续的它可以导致损坏或整个公司的失败。）11. The purpose of a primary-demand strategy is to increase the total size of the market, for a product or service category. （基本需求战略的目的是增加市场的产品或

46、服务的类别的总大小。）12. The purpose of a secondary-demand strategy is to maintain or increase a companys market share, of a product or service category. （次要需求战略的目的是类别的保持或增加公司的市场份额，产品或服务。）13. Skimming is not a pejorative. （撇脂不是贬意。）14. Product oriented characteristics can also be quasi-market oriented when the

47、y related to user benefits. (面向产品的特性也可以是准以市场为导向时，他们相关的用户利益。）15. Material includes capital, physical plant, raw materials and parts; as well as intangibles such as information, patents and trademarks, distribution networks, technology, human resources know-how, employee and customer loyalty, marketin

48、g reputation, and the ability to borrow. （材料包括资本、物质设备、原材料和零部件；以及无形资产如信息、专利和商标、分销网络、技术、人力资源专业知识、员工和客户忠诚度、市场营销的声誉和借钱的能力。）16. Methods include a ranges of management, manufacturing and marketing functions and process, such as motivational, negotiating and alliance skills, and other intangible resources that are covered by the terms benchmarking, best practices, outsourcing, total quality management, core competencies and competitive capabilities. （方法包括范围的管理、制造和市场营销职能和进程，如谈判和联盟的动机，技能和其他无形资源覆盖的基准、最佳做法、外包、全面质量管理、核心能力和竞争能力的条款。）填空题1. The consumer-centered element is driven by the co